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Open AccessArticle

An Integrated Approach to Determining Rural Tourist Satisfaction Factors Using the IPA and Conjoint Analysis

by Yanchun Jin 1,2 and Yoonseo Park 2,*
1
School of Management, Eastern Liaoning University, Dandong 118001, China
2
Department of Business Administration, Jeonbuk National University, Jeonju 54896, Korea
*
Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2019, 16(20), 3848; https://doi.org/10.3390/ijerph16203848
Received: 5 September 2019 / Revised: 27 September 2019 / Accepted: 5 October 2019 / Published: 11 October 2019
Rural tourists satisfaction has a pivotal role in the development of sustainable rural tourism. As a method of identifying critical satisfaction factors, an importance and performance analysis (IPA) technique has attracted growing interest from academics due to it being able to deliver the importance and performance of a product’s attributes from the standpoint of customers. However, IPA is based on the presumption that a linear and symmetrical relationship exists between the performance and overall satisfaction, which has been criticized by many researchers due to its deviation from the facts. On measurement of importance, researchers have not reached an agreement on whether direct or indirect approach should be applied. To measure satisfaction more effectively, this study presents a revised IPA method that integrates IPA, conjoint analysis and importance grid analysis. Based on mathematical psychology and psychometrics theory, the conjoint analysis method can be used to analyze multi-attributes of various products and derive relative importance of attributes in customer satisfaction research. The importance grid analysis method has been applied to categorize attributes by many researchers. It can be used to measure the nonlinear relationship between the performance of attributes and overall satisfaction. In this paper, an empirical study on rural tourists’ satisfaction was undertaken using this integrated method. The results show that the integrated approach is more responsive to attribute performance, thus allowing for improvement of a certain target attribute in the customer satisfaction enhancement process. View Full-Text
Keywords: importance-performance analysis; conjoint analysis; importance grid analysis method; sustainable rural tourism; tourist satisfaction importance-performance analysis; conjoint analysis; importance grid analysis method; sustainable rural tourism; tourist satisfaction
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Jin, Y.; Park, Y. An Integrated Approach to Determining Rural Tourist Satisfaction Factors Using the IPA and Conjoint Analysis. Int. J. Environ. Res. Public Health 2019, 16, 3848.

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